Sales Success Course成功销售课程
class 1
Sales Success Course Day 1
Guidelines指南
Phones
Toilets
Breaks
Lunch
Participation
电话
洗手间
小憩
午餐
参与
4 Class Schedule日程安排
Class 1
Fitness industry introduction
Preparing to meet prospective members
Getting to know your next member (ship sale).
Class 2
Membership tours
Working with PT’s
Class 3
Overcoming concerns
Post sale presentations
Class 4
Telephone Inquiries
Prospecting
Putting it all together
第一课
健身行业介绍
准备好与潜在会员见面
去了解你的下一个会员 (会籍销售)
第二课
会籍销售演练
与私人教练一起工作
第三课
克服困难
公布销售表演
第四课
电话调查
勘探
把它们结合在一起
Our Goal我们的目标
Help you on the way to being a Superstar Sales Person.
在你成为超级销售明星的旅程上帮助你。
Introduce Yourself介绍你自己
60 seconds to
Your name
Your previous experiences
Interesting fact about themselves
What they want to get out of sales success course.
60秒钟
你的名字
你以前的经验
能让别人记住你的特征
他们想从销售成功课程里面学到些什么。
4 + 2 Program4+2 程序
4 Fitness Components 健身组成部分
Cardiovascular 心血管
Nutrition 营养
Flexibility 柔韧性
Resistance training 阻力练习
2 Service Components 服务组成部分
Professional Advice 专业的意见
Motivating Atmosphere 激发气氛
4 + 2 Program
Service - motivating atmosphere
Service - professional advice
Fitness - Nutrition
Fitness - Reisistance training
Fitness - cardio
Why is the Fitness industry the best place to work!为什么健身业是最好的工作地方
Session Goals :
Understand the industry better.
How can we help people live better.
The key role sales plays in all clubs.
培训目标:
进一步更好的了解行业
我们如何能帮助人们生活的更好.
销售人员是所有会所的关键人物.
Chinese Health Statistics中国健康统计
20% overweight
10% obese
Cities –
30% overweight
12.3% obese
1.2% of Chinese males becoming overweight /obese each year (fastest in world apart from Mexico).
25% of Beijing males over 35 have high blood pressure.
We are catching up quickly to developed nations GDP & obesity rates.
2008 data.
20% 超重
10% 肥胖
城市 –
30% 超重
12.3% 肥胖
每年会有1.2% 的中国男性超重/肥胖(除了墨西哥是世界上增长最快的国家)
超过1/4的北京成年男人有高血压
我们可以非常快速的达到发展国家的GDP和肥胖人群指数.
2008 年资料
So what can we do所以我们能做些什么
Sell them a membership.
What do they get by having a membership?
We are selling Life!!!
Write down benefits of exercise in handbook..
销售会籍给他们.
他们通过购买会籍得到了什么?
我们在出售生命!!!
Benefits of exercise运动的好处
Health benefits, less risk of –
Heart disease, cancer, diabetes, blood pressure, arthritis, obesity, osteoporosis and general poor health.
Lessens the effects of aging –
Reduces chances of osteoporosis, Alzheimer's, dementia, serious falls and quality of life.
For Women –
Less pregnancy issues, lesser menopause issues, faster breast cancer recovery, better bladder control and sexual function.
Men’s health –
Less risk of colon & prostate cancer, less likely to be overweight and have diabetes & infertility.
Youth health
Less hay fever, reduces risk of hypertension, breast cancer and heart disease later in life.
Mental health effects
Reduces stress and releases endorphins. Overall gives more positive feeling on life.
TOO MANY TO LIST.
有益健康, 减低危险性–
心脏病、癌症、糖尿病、高血压、关节炎、肥胖症、骨质疏松症和总体健康状况不佳。.
减少老年带来的影响–
降低骨质疏松症,阿尔茨海默氏症、痴呆,跌倒和对生活质量影响的几率。
对女性 –
减少怀孕出现的其他症状, 减少更年期问题, 帮助乳腺癌更快的恢复, better bladder control and sexual function.
对男性 –
降低结肠癌和前列腺癌, 超重,糖尿病,不育的风险。
对青少年–
降低发烧的几率, 避免高血压, 乳癌 和心脏病 将来发生的可能性.
心理健康
减轻压力释放内啡肽. 积极的面对生活.
数不胜数.
Exercise = Drugs锻炼=良药
亚太区五大健身动机:
减压
减脂塑形
交朋友
有氧课程
炫耀
The experience经验
Who is first person they talk with at a fitness club (apart from receptionist).
Membership consultant.
Your buying experiences
谁会是他们第一个沟通的对象?(除了接待员).
会籍顾问.
你在购买的经验.
The experience经验
Two groups to examine how sales people can positively and negatively affect sales.
3 minutes finish worksheet in handbook.
12 minutes to create a play on selling a mobile phone.
分两组进行考核
销售人员如何正面与反面销售销售
4人一组创作一个卖手机的小品。
What makes the difference?什么制造差别
Equipment
Facilities
People
设备
装修
人(员工\会员)
Break Time休息时间
Time for a break…
Getting ready to tour and introducing equipment准备好去介绍设施
Session goals –
Learn about being professional
Know the key statistics of professional successful sales person
Get introduced to 3 pieces of resistance equipment
How to give a positive “first up” impression to prospective members.
训练目标 –
学习做到专业水准
了解成功的销售人员的关键技巧
去介绍2台健身的设备
如何给潜在的会员一个积极的第一印象
有准备 = 成功.
Who would you buy from?你会从谁那里购买?
Who would you buy from你会从谁那里购买
Meet and greet见面与问候
Prepare reception team
Look at prospect
Introduce yourself
Listen to Prospect
Be prepared
良好的第一印象
制服整洁、铭牌正确、工作板夹内工具齐全(签单笔;报价单;BR单;名片)、鞋子腰带饰物合体、手心无汗、发型精神、指甲眼角鼻毛干净、口气清新、身体无异味、体态矫健、精神饱满、笑容亲切、谨记客人信息(姓名、特征、需求)
Your attitude你的态度
Be happy smile
Forget your problems
Clear your mind
Be motivating
No phones
Simple things have big effects
开心的微笑
忘记你的麻烦
清醒你的头脑
激情的
关掉电话
简单的事情有很大的影响
Sales by numbers数字决定销售
Guest Generation - 80% sales
- 20% marketing (Walk In-Telephone Inquiry)
Telephone 50 persons per day. 20% make appointments (10)
From 10 appointments 3 show up (30%)
35% of tours join (1 person)
客人自己出现-80%创造
-20%市场 (自己进来-电话询问)
50个客人致电。20%成交
-预约(10)
10预约3个赴约 (30%)
35%参观加入(1人)
工作流程图
全程服务 创造客源
收集名单 电话拜访 预约时间 访客到访 创造价值 克服担忧 办理入会 推荐朋友
close成交
工作流程图
全程服务 创造客源
收集名单:新会员BR、老会员BR、促销展台BR、市场活动BR、公司分配BR、自有渠道BR。(每天收集20个新名片并录入系统)
电话拜访:每天拨出50通有效电话并做好记录
预约时间:每天预约8位访客
访客到访:每天有4位预约到访或通过DI等途径创造4个客源
创造价值:做好客户接待的标准流程:确认到访时间、树立良好第一印象、GFP、体侧、介绍参观所设施
克服担忧:成交率30%
办理入会:
推荐朋友:
close成交
会籍系统
重点:建立标准化的操作流程与数字化管理体系
Step1. 第一印象
Step2. 访客健体记录
Step3. 体成分分析测试仪(私人教练与客人的第一次接触)
Step4. 参观健身俱乐部
Step5. 会籍简介
Step6. 解决担忧
Step7. 高层介入TO
Step8. 成交支付合同
Step9. 高层介入升级
Step10. 私人教练首次销售(私人教练与客人的第二次接触)
Step11. 免费私教课程 (私人教练与客人的第三次接触)
Step12. 10个转介绍名单
Break Time
Time for a break…
Effective Communication有效率的沟通
Session goals :
Understand the prospects perspective and what are they buying.
Go through the different types of questions, understand when to use them to get the desired result.
训练目标 :
了解潜在的会员他们想要的是什么。
通过不同的问题,了解他们想得到的结果。
学习如何倾听。
What are people buying?人们买了什么
Prospects perspective潜在客户的想法
1st time to a fitness club
Meet Sales person (YOU)
You will ask them to buy
How to make them comfortable
第一次去健身俱乐部
遇见销售人员(你),
你要让他们去买
如何让他们感觉舒服
如何建立亲密关系
Different Question Types不同类型的问题
Open Ended
Closed Ended
Alternate choice
开放式问题
封闭式问题
选择性问题
Open Ended开放式问题
You start with “what, how or why”
Aim to get prospect talking and not to give a yes or no answer.
Get general info.
Use to get more specific information
E.g. “what are your goals?”
用“什么,怎样、为什么”开始。
瞄准与潜在客人沟通不要给是或不是的回答。
得到正确的信息。
用他得到更多的明确信息
例如“你的训练目标是什么?”
Closed Ended封闭式问题
Want to get a yes, no or one word answer
Use it to confirm what prospect said to you or to control the conversation.
E.g. “So you want to lose 10kgs?”
想得到是或不是的回答
用潜在会员给你的确认回答来控制对话
例如:这么说来你想减掉20斤对么?
Alternate choice选择性问题
Do you want to buy PT?
Do you want to buy 10 or 20 sessions of PT?
Which is better?
Why?
你想购买私人教练么?
你想购买10结还是20结私人教练的课程?
哪个更好?
为什么?
给人们选择A或者选择B, 不是买或不买的选择。
Drilling down深入钻研
Real answer is?
Repeat back for more info.
Find out motivation of prospect.
Oil is never found lying on ground, you must drill down to get real money.
真正的答案是什么?
复述更多的资料。
找出客户的真正动机。
石油是不会摆在地上的,必须深入挖掘才能得到真正的金钱。
Active Listening积极的聆听
What is it?
Process –
Ask question
Listen to answer
Repeat it back for clarification/more info
Repeat back again to show understanding
Practise
这是什么?
过程
提问
倾听回答
重复阐明观点/更多的信息
再次重复证明你的理解
练习
It is not what you say, but how you say it并非说话内容, 而是说话方式
How important is how you say it? (voice quality)
How important is your body language? (physiology)
How important is what you say? (words)
说话方式的重要性(声音/语气)
肢体语言的重要性(生理)
说话内容的重要性(措辞)
Actual Results 实际效果
Words (7%)
Common experience
Similar content
Key words
Voice qualities (38%)
Tempo
Timbre
Volume
Tone
pace
Physiology (55%)
Position
Posture
Gestures
Proximity
Facial expression
措词(70%)
常见的经历
相似的内容
关键词
声音质量(38%)
节奏
音质
音量
语调
速度
生理(55%)
立场
姿势
手势
亲近程度
面部表情
How to use it怎样使用?
Matching and mirroring
Similar people similar actions
Feel they like you, but do not know why.
协调和模仿。
相同的人相同的举动。
不知道为什么感觉他很像你。
Break Time
Time for a break…
Getting to know your next member去了解你的下一个会员
Session goals :
Learn how to use the prospective member fitness profile to close more sales.
训练目标 :
了解如何使用潜在会员的健身档案,以完成更多销售。
了解有效的咨询技巧。
Profile
Profile概况
Why is prospect here?
What do they want to achieve?
Understanding them.
Foundation of the sale.
为什么潜在会员会在这里?
他们想获得什么?
去了解他们。
为销售做好基础。
Your club’s PMFP你会所的PMFP
Most clubs have a PMFP.
All are different.
Our PMFP easy to use.
For you to use in job.
Logical & Methodical.
= better results = more sales
多数会所会有PMFP。
都各有不同。
我们的PMFP非常容易使用。
为你在工作中使用。
逻辑&井然有序。
更好的结果,更多的销售。
PMFP – contents目录
Personal information
General information
Fitness background
Personal training profile
个人信息
基本信息
健身背景
个人训练简介
Personal Details个人资料
Name (English) ___________________________________
姓名 (中文) ___________________________________
Company公司名称 ___________________________________
Work No单位电话 ___________________________________
Home No住宅电话 ___________________________________
Email 电邮 ___________________________________
Mobile手机 ___________________________________
Address 地址 ___________________________________
Marital Status ___________________________________
Age ___________________________________
General information总体信息
Is this your first visit to XYZ Fitness? 您是第一次光临XYZ健身吗?
Yes 是 No 否
Do you work or live nearby? 你是在附近工作或居住吗?
Work工作 Home 家 Neither 都不是
What time would you use the club?
Morning 上午 Afternoon下午 Evening 晚上
Will you be joining with anyone else?
Yes 是 No 否
How did you hear about XYZ Fitness您是如何知道XYZ健身的?
Friend 朋友 Television 电视 Internet 互联网
Email 电邮 Company 公司 Free Pass 免费卡
Newspaper /Magazine报纸/杂志 ________________________
Other 其它 : _____________________________________
Fitness background健身背景
Have you been a member of a club before?
以前是否买过其他会所的会籍?
Yes是 Club 名称__________________________
When 时间_____________________
Cost 费用____________________
Why did you leave?为什么离开? _______________________________
What did you like most/least? 你最喜欢什么?最不喜欢什么?_______________________________________________
No What has prevented you from joining? 什么妨碍你的加入?_______________________________________________
Fitness background健身背景
Are you currently exercising?
你现在还在锻炼么?
Yes
Please describe 请描述______________________________________
How often each week and for how long?
一周你去几次?一次多长时间? _________________________________________
No What has prevented you from joining?
什么阻碍你的加入?_________________________
Notes笔记
Take notes.
Other information.
Write it down and never forget.
做笔记。
其他的信息。
记下来,不要忘记。
Break Time
Time for a break…
Practise time练习时间
Fill out first 2 sections of profile.
3-5 minutes for prospect to fill out.
Chose a partner and go through next two sections :
As prospect
As MC
Recap questions
挑出两部分填写
3-5 分钟请潜在会员填写
选择一个搭档进行下两个环节:
扮演客人
扮演销售
重点问题
What did we learn?我们学会了什么?
Why is profile important?
How to use it to best effect?
How does it increase sales?
为什么资料表很重要?
收集信息、引导并放大需求、建立共通点、为教练做体测做铺垫、便于后期跟踪
See you tomorrow明天见
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